HighLevel has three core plans: Starter at $97/month, Unlimited at $297/month, and Agency Pro at $497/month. All three include unlimited contacts and unlimited users, the difference between them is sub-account limits, API access, and which plan actually lets you profit from rebilling, a detail that decides more about your real cost than the sticker price does.
That last part matters more than the headline price. If you’re planning to resell HighLevel to clients and mark up their SMS, email, or AI usage, the $297 plan won’t let you do it — only the $497 plan unlocks rebilling with markup. That single restriction is often the real reason agencies end up paying $497 instead of $297, and it’s the first thing to check before you pick a tier based on sub-account count alone.
Here’s the fork that decides your real cost: HighLevel’s own marketing promises you can “scale your business without a tax on growth” because contacts and users are unlimited on every plan. That claim is true as far as it goes, and also beside the point for most agencies, the costs that actually scale with growth are AI ($50–$97 per location) and usage-based telecom, and the ability to recover any of it from clients is locked to the top plan.
HighLevel Pricing Overview
| Plan | Monthly | Annual | Sub-Accounts | Rebilling |
|---|---|---|---|---|
| Starter | $97 | $970 | 3 | Not available |
| Unlimited | $297 | $2,970 | Unlimited | Without markup only |
| Agency Pro | $497 | $4,970 | Unlimited | With markup (SaaS Mode) |
| Enterprise | Custom | Custom | Unlimited | With markup, plus dedicated support |
Annual billing saves about 16.7% on every plan, working out to roughly two months free. There’s no long-term contract on any plan — HighLevel runs month-to-month, and you can upgrade, downgrade, or cancel from your dashboard at any time. Upgrading mid-cycle only charges you the prorated difference.
What Each Plan Includes
Starter ($97/month) is built for a single business owner, freelancer, or new agency. You get 3 sub-accounts, unlimited contacts and users, and the full core feature set — CRM and pipelines, funnel and website builder, email and SMS marketing, booking calendars, workflow automation, reputation management, and the mobile app. What you don’t get is rebilling, so if you’re managing client accounts and want to pass usage costs back to them, Starter isn’t built for that.
Unlimited ($297/month) removes the sub-account cap and adds basic API access. This is the plan most growing agencies land on, but the key upgrade isn’t the unlimited sub-accounts — plenty of agencies never hit 3 clients before outgrowing Starter for a different reason. The real upgrade is that Unlimited lets you rebill phone and email usage to clients at cost, with no markup. That means clients cover their own SMS and email bills, but you don’t earn anything on top of it.
Agency Pro ($497/month) includes everything in Unlimited, plus SaaS Mode: automated sub-account creation, rebilling with markup, user/agent reporting, and advanced API access. SaaS Mode is what turns HighLevel into a product you sell under your own brand — you set client pricing, the system creates accounts automatically, and you keep the margin on every SMS, email, and AI interaction your clients generate. If your business model depends on rebilling profit rather than just running your own agency, this is the plan that makes that possible — Unlimited structurally cannot do it.
Enterprise (custom pricing) is for high-volume agencies. It bundles a dedicated Customer Success Manager and Account Manager, a private Slack channel, premium support, quarterly business reviews, custom development options, increased API limits, and — notably — the White Label Mobile App and HIPAA Compliance add-ons included in the price rather than billed separately. If you’re on Agency Pro ($497/month) and add both HIPAA ($297/month) and the white-label app ($497/month) as separate add-ons, those two alone cost more than the base plan itself — which is exactly when a custom Enterprise quote is worth requesting instead of stacking add-ons on Agency Pro.
Usage-Based Costs on Top of Your Plan
Your subscription covers the platform. It does not cover telecom and AI usage, those run through an Agency Wallet that auto-recharges from your card on file when the balance runs low. This is standard for any platform with built-in calling and messaging. Here’s what’s officially documented:
- Email sending: $0.675 per 1,000 emails, the same rate across all three plans.
- Phone and SMS: billed at the same rate HighLevel pays Twilio, which varies by region and number type — HighLevel’s own LC Phone pricing guide breaks this down by product category if you need exact numbers for your area.
- Email validation: $2.50 per 1,000 validations.
- Workflow premium triggers and actions: $0.01 per execution outside a Workflow Pro plan.
If your usage is low, pay-per-use is often cheaper than any bundled tier. If you’re running high-volume automations, the Workflow Pro tiers below can lower your effective per-execution cost substantially:
| Workflow Pro Tier | Monthly Price | Included Executions | Overage Rate |
|---|---|---|---|
| Free | $0 | 100 lifetime | $0.01/execution |
| Starter | $10 | 10,000/month | $0.008/execution |
| Growth | $25 | 30,000/month | $0.006/execution |
| Scale | $50 | 65,000/month | $0.004/execution |
Note that ChatGPT and Workflow AI actions are billed separately at token cost regardless of which Workflow Pro tier you’re on, none of these tiers cover them.
AI Employee Pricing: What’s Billed Separately
HighLevel’s AI tools — Conversation AI, Voice AI, Reviews AI, and Content AI — are not bundled into any base plan. They’re priced per enabled location under three options:
- Pay-Per-Use: no monthly fee; billed at token cost based on the model and action. Best if AI usage is occasional.
- AI Employee Growth: $50/month per location, with generous included usage across the AI suite for teams that want predictable costs without hitting a hard ceiling.
- AI Employee Unlimited: $97/month per location, unlimited usage across Conversation AI, Voice AI, Reviews AI, and Content AI.
One detail that trips people up: even on AI Employee Unlimited, standard Phone System charges still apply to the actual voice minutes on inbound Voice AI calls — the AI subscription covers AI usage, not the underlying telecom cost. And AI Employee rebilling — passing this cost to clients — only works if your agency is on the $497/month Agency Pro plan. HighLevel’s AI Product Pricing article has the current token rates if you’re on Pay-Per-Use and want to model exact costs.
Real-World Monthly Cost Examples
Base plan pricing rarely reflects what agencies actually pay. Here’s what the math looks like once AI and workflow usage are added, using only figures HighLevel documents directly. Phone and SMS costs are deliberately left out of these totals because HighLevel prices them at Twilio’s rates, which vary by region and number type; use the LC Phone pricing guide linked above to estimate that line item separately rather than treating it as a fixed number.
- Solo operator, Starter plan, pay-per-use AI: $97/month base, no AI subscription. Total before telecom usage: $97/month.
- Small agency, 5 clients, Unlimited plan, AI Employee Growth on 2 locations: $297 base + ($50 × 2) = $397/month before telecom usage.
- Growing agency, 10 clients, Agency Pro plan, AI Employee Unlimited on all 10 locations, Workflow Pro Growth tier: $497 base + ($97 × 10) + $25 = $1,492/month before telecom usage — and on this plan, that AI and workflow cost can be rebilled to clients with a markup, which changes the calculation from a pure expense into a potential profit center.
The jump between the second and third scenario is the point: AI costs scale per location, so the plan that lets you recover that cost from clients (Agency Pro) can end up cheaper in practice than the plan that can’t (Unlimited), even though its sticker price is higher.
Every Other Add-On
Beyond AI, HighLevel sells a set of optional add-ons. Most can be resold to clients with a markup once you’re on Agency Pro:
| Add-on | Price |
|---|---|
| Branded Client Portal App | $49/mo per sub-account |
| Dedicated Email IP | $59/mo per IP (requires $297 or $497 plan) |
| HighLevel Certification Program | $97/mo |
| HIPAA Compliance | $297/mo, agency-wide, cannot be deactivated once enabled |
| Online Listings Management | $30/mo (or $150/6 months, $300/year) |
| Premium Prospecting Tool | $29/mo per sub-account |
| Premium Support | $500/mo or $5,000/yr |
| SEO (Search Atlas) | $79/mo per sub-account |
| WhatsApp Integration | $10/mo per sub-account, plus usage |
| White Label Mobile App | $497/mo or $1,491/quarter |
| WordPress Hosting | $10/mo (1 site) up to $497/mo (unlimited sites) |
| Ad Manager | Free, resellable at any markup |
A few of these carry plan restrictions worth flagging before you budget for them: Dedicated Email IPs only work on the $297 or $497 plans, and HIPAA Compliance is a one-way switch — once enabled, HighLevel does not allow you to turn it back off, so don’t enable it speculatively.
Who Should Buy Which Plan
Starter fits you if you’re a solo business owner or a brand-new agency with fewer than 3 clients, and you don’t need to profit from rebilling client usage. You get the full core platform at the lowest price point.
Unlimited fits you if you’re managing more than 3 client accounts but you’re comfortable passing usage costs to clients at cost, without earning a markup on top. This is common for agencies that bill clients a flat management fee and treat SMS/email as a pass-through line item rather than a profit center.
Agency Pro fits you if rebilling markup is part of your actual business model — meaning you plan to resell HighLevel access, or its AI, phone, or email usage, at a price higher than what HighLevel charges you. Without Agency Pro, that revenue stream is structurally unavailable, no matter how you configure the account.
Skip HighLevel entirely if you only need one tool from the suite — say, just a booking calendar or just email marketing — and don’t plan to consolidate other tools into it. HighLevel’s value comes from replacing a stack of separate subscriptions; if you’re not doing that consolidation, a single-purpose tool will likely be cheaper and simpler.
Final Verdict
HighLevel’s own plan page describes Agency Pro as built for “SaaSPRENEURs & Agencies looking to go SaaS” — positioning it as a niche upgrade for people building a software resale business, not a plan for a regular agency. That framing undersells it. The moment you’re running AI Employee or usage-based add-ons across more than 3-4 client sub-accounts, the $200/month gap between Unlimited and Agency Pro is usually smaller than what you’d recover by rebilling that usage with even a modest markup — at that point, Agency Pro isn’t a software-reseller upgrade, it’s the cheaper plan in practice.
The trade-off is real, though: SaaS Mode adds setup complexity (a rebilling markup structure, client-facing pricing decisions, and a wallet you need to actively manage) that a small agency with 2-3 clients genuinely doesn’t need yet. If you’re not yet passing usage costs to clients in any form, jumping to $497 early buys you a capability you won’t use. The decision isn’t “bigger agency, more expensive plan” — it’s “do you already have a usage cost you’re currently eating that a markup could turn into revenue.” If yes, Agency Pro pays for itself. If no, stay on Unlimited until it doesn’t.
The cleanest way to answer that question for your own numbers isn’t to guess from this article, it’s to run one client’s actual AI and usage costs through HighLevel’s 14-day free trial on Unlimited first. That tells you the real dollar figure you’d be rebilling before you pay $200/month more for the ability to do it.
Frequently Asked Questions
No, HighLevel doesn’t publish any additional price discount beyond the annual-billing rate. What it does run are alternate official landing pages offering a 30-day free trial instead of the standard 14 days, sometimes bundled with free training content; these are hosted by HighLevel itself, not independent third parties, though many are reached through an affiliate link that pays the referring affiliate a commission at no extra cost to you.
Switching from Unlimited to Agency Pro preserves your existing sub-accounts, workflows, and data — nothing is rebuilt, and the upgrade is prorated so you only pay the difference for the rest of your billing cycle.
It includes access to HighLevel’s AI tools on a pay-per-use basis by default, but the AI Employee Growth ($50/mo) and Unlimited ($97/mo) tiers — which remove per-use billing in favor of a flat monthly fee — are available on any plan, not exclusive to higher tiers.
Canceling ends your access to the platform immediately, regardless of the reason for cancellation. HighLevel then retains your account data for 90 days, during which reactivating the account restores your access; after that window, HighLevel can permanently delete everything at its discretion, and it isn’t liable for data lost once that period passes.
Only businesses actually handling protected health information need it, HighLevel accounts aren’t HIPAA compliant by default, and the $297/month upgrade only makes sense if a client sub-account genuinely processes that kind of data, not just general customer records. Confirm the specific use case with each client before adding the charge agency-wide.